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It’s been 2 years since Splicky has launched its DOOH programmatic DSP offering. What have we learned?

Top 5 takeaways

1: You’ve got to start somewhere

Or one can say “baby steps.” There are clear benefits to automatizing the DOOH buying process (we’ll cover this later), but as an industry we are all learning as we go. If we waited to have every media owner and every potential targeting option available before we went to market we would have never gotten any place. Two years in, we have multiple integrations, international reach, awesome targeting options and PMP capabilities. But this takes time, resources, and advertisers who are open to innovation — all of which we have been lucky enough to come across at Splicky.

2: Although there is a cost efficiency element, programmatic DOOH buying is not a way to get cheaper inventory

For those of us who have been working in programmatic for quite a few years lets be real with each other. For many years, the growth in programmatic came simply because of lower CPMs. Programmatic was associated with the leftover or “remnant” inventory. The bottom of the barrel! This is not the direction we are going with DOOH. It’s about how we buy and how we sell. It’s about effectively postal code targeting screens in 5 minutes as opposed to 5 hours, it’s about brand engagement with consumers who can see ads based on current events (such as sports, weather, finance, etc.). It’s about centralized reporting, audience targeting, using time targeting to ensure consumers are seeing ads during opening hours (in the case of retail sites). And a unique benefit of using Splicky is the synergy between mobile & DOOH. Sure, long-term there will be cost savings, but we have to get out of this mindset that programmatic means cheaper media.

3: DOOH programmatic is just that: programmatic with a few minor differences

This doesn’t need to be so complicated. At the end of the day there are 2 ways to buy DOOH offered by Splicky:

2: Programmatic Guaranteed: a pre-negotiated deal between media owner and buyer, enabling an advertiser to buy screens programmatically with guaranteed inventory and a guaranteed budget.

What are the differences between programmatic buying on Desktop and Mobile compared to DOOH?

As a mobile DSP we were very accustomed to everything happening in real-time (literally milliseconds) we no longer use the term “real-time” when talking about DOOH. We now use the phrase “near-time”. The nature of DOOH does not allow for showing the wrong ad at the wrong time. In mobile if the wrong ad is shown its one device, hence just one user. In DOOH it can be thousands of consumers. This is why there are so many approval processes.

DOOH is very fragmented. Unlike mobile, where in a matter of minutes you can turn on a campaign in multiple countries, every country is unique when it comes to DOOH. There are no “Global SSPs” at the moment. As a DSP we need to be connected to multiple media owners to offer an international solution.

4: Nobody wants to make the same mistakes from the past, but we still need certain pieces of the puzzle

I think we can all agree that programmatic as a whole has become chaotic. There’s way too many companies doing the same thing and offering no value at all. We don’t need to repeat this pattern.

I can admit I am biased, but we do need a DSP who understands data, targeting and, in the case of DOOH, has a level of expertise. Do we really need 57 DSPs? Probably not, but we need a healthy mix of companies who actually offer value. These companies will still be around in a few years, just like the “traditional programmatic” companies who offer value. The ones who don’t will be bankrupt!

5: DOOH programmatic buying and selling is here to stay

Two years in, it’s still early days. But DOOH is projected to grow 12.6% globally by the year 2023. Advertisers want to be as effective as possible with their targeting. Agencies likewise want to be as efficient as possible. DOOH media owners want to grow revenue and DSPs like Splicky continue to build technology to help facilitate this all.

The Digital Signage Federation (DSF), the independent not-for-profit trade organization serving the digital signage industry that supports technological advancements and innovations in the digital signage industry has recognized Splicky/Jaduda GmbH as a new member in good standing and officially welcomes Splicky/Jaduda GmbH to the digital signage industry.

The Digital Signage Federation is governed by an independent board of volunteers consisting of industry professionals that reflect the varied makeup of all the constituents in the digital signage industry. Elected by vote, each member serves for a period of two years. The Digital Signage Federation is the only non-profit group that provides peer-group help, information, certification and resources for companies in the digital signage industry.

Membership in the DSF entitles each member organization to enroll up to five individual members who are invited to serve on the committees, which recommend policies and programs designed to grow the digital signage industry, create business opportunity, and expand member benefits. (See: www.digitalsignagefederation.org)

The Digital Signage Federation annually hosts a variety of regional networking events and sponsors Digital Signage Expo held in Las Vegas in March at the Las Vegas Convention Center. This conference is the largest trade show for digital signage held annually, which is the place to see the most state-of-the-art innovations before competitors get a chance to deploy them.

The digital signage industry relies on the Digital Signage Federation as an independent voice that promotes the technological advancements of the industry as a whole. Among many of its accomplishments to date, the Digital Signage Federation has established widely accepted and referenced privacy standards, provides reduced-cost certification for industry professionals, and a process – free to potential technology purchasers – for requests-for-information (RFIs) to ensure appropriate and comprehensive digital signage solutions from the most qualified partners in the industry

About the Digital Signage FederationDSF’s Mission is to support and promote the common business interests of the world-wide digital signage, interactive technologies and the digital out-of-home network industries. The DSF is a not-for-profit independent voice of the digital signage industry reflecting the diversity of its membership. It promotes professional recognition through certifications, continuing education, conferences, publications, and presentations offered by the DSF and affiliate groups. It provides government lobbying to leverage the collective strength of members and represent their interests at the higher levels of government and the community. The DSF provides leadership and networking opportunities focused on building a strong foundation for the advancement of the digital signage industry. For more information, visit www.digitalsignagefederation.org.